Marketing Management Research Of D Newspaper Under The Whole Media Environment

D newspaper is a one- hundred- year- old daily, which gives priority to the current politics, financial news, and has a higher visibility in Hong Kong, mainland and hundreds of countries and regions overseas among Chinese population. Now, with the rapid development of digital media, market shares and revenues of each newspapers industries are shrinking, as they have a huge impact on the traditional newspaper, in China and even the world. Acting as a practitioner in the newspaper media, we are painful to notice that the newspaper is no longer the only source to obtain information for readers, the nature of being not replaced has been greatly reduced, and the advantage of traditional newspapers are crumble, and then business ideas and models have got changed.Throughout the domestic and foreign big newspapers, we can see that they all make different degrees of reform. there are some newspapers overseas such as, The times in United States, the guardian in Britain, there are also some representative organizations, like jiefang daily, the Beijing news, etc. however, the whole situation of the overall reform in newspapers is still grim, maybe they will face to stop publication, closure, the revenue and profit has also decreased, so the current reform situation is that more and more newspaper require reforming, less organizations are profitable. As the newspaper practitioners, we have to ask, can the digital channels beat us really? Or do we beat ourselves because of traditional newspapers’ disadvantages under the background of the digital age.The coming of the new media era brings not just the change of media transmission. In this day, whether it’s in the media or in other industries, they have been affected to some degree and changed. D newspaper has gone for nearly 20 years on the way to digital transformation, which was one of the earliest newspaper to start the website in Hong Kong, it also needs to be improved and has huge progress space in the overall business development, comparing with other newspaper media and other digital media.It brings more changes about marketing theories,management way,employment mechanism。This thesis firstly illustrates the advanced marketing theories,then analyzes the current situation of D newspaper,and discover the disadvantages,finally put forward the good project,while makes a conclusion about the newspaper industry.